Why type in vague search terms and scroll through reams of results when you can snap a simple photo and immediately find exactly what you’re looking for? That’s the premise behind the rise of computer vision search smarts, which are becoming a more common fixture in the online landscape.

Last March, for example, Pinterest launched a new feature called Lens that lets you use a photo of a real-world item to find related themes and pins, or even recipes based on food you see in the wild. The company recently revealed that it now garners 600 million visual searches each month. Ecommerce giant eBay is also now using computer vision search tools to help shoppers find items using photos.

Put simply, visual search is here, and it’s only going to get more prevalent.

Fashion photos

With that in mind, European online fashion giant ASOS is today rolling out its “style match” visual feature to consumers everywhere.

By way of a quick recap, ASOS is a U.K.-based online fashion retailer that now also operates within France, Germany, Spain, Italy, Australia, Russia, and the U.S., as well as shipping globally. Though ASOS grew out of the U.K., only one-third of its annual $2.7 billion annual sales now emanate from the island. More specifically, 12 percent of its 16 million customers are now based in North America. The U.S. now represents one of the company’s fastest growing markets, with sales climbing 40 percent in Q4 2017 — a figure that will only increase when its second U.S. distribution center opens in Atlanta later this year.

In August last year, ASOS introduced its visual search tool

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